July 6th, 2011
Ashley McGraw Architects Unveils New Brand Identity and Website
In partnership with creative firm Fathom, award-winning Ashley McGraw Architects, has unveiled a new brand, corporate identity and website, found at AshleyMcGraw.com. Recently listed in Architectural Record’s annual Top 250 architectural firms, Ashley McGraw’s new creative direction reflects the firm’s leadership in design for modern educational facilities.
“From the new logo mark to the website, our public presence is now in alignment with who we are and where we are headed,” said Ed McGraw, founding partner and CEO. “With Fathom’s help, we now have a market differentiation that is opening up new opportunities for the firm and our goal of embracing a fully sustainable world.”
For nearly 30 years, the firm has served K-12, colleges and universities and specialty education systems in New York and surrounding regions. The firm is known for designing buildings that are beautiful, high performing and educational. What manifests for their clients in the design and performance of the end product begins in Ashley McGraw’s commitment to fostering greater harmony between the natural and the built world.
“Ashley McGraw has put forth a challenge that seems impossible: a fully sustainable world. The new brand, identity and website invites others to join the firm in exploring new ways of thinking and urges them to look to the future,” said Ben Callaghan, Fathom Art Director.
The new Ashley McGraw identity was designed to inspire possibility and unite the firm under a shared belief. The icon is a visual representation of harmony, expressing the moment in time when people, ideas and philosophies come together to create something brilliant. Its asymmetrical form is bursting from it's space, engaging the viewer at multiple locations and drawing the eye into and out of the point of origin and impact.
The new website promotes an open environment that emanates from a centered perspective, mirroring the design intent of the brand identity. The background images draw from the natural world to set the context for the firm’s work and thinking. Clients and partners gain insight into the firm through stories and images that highlight critical discovery points and perspectives in the development of a project.
The launch of the new brand identity and website follows the release of PeterLarson.org. Working with Fathom to construct an online publishing and conversation platform, the site provides access to Blue Design, the theories and work of Peter Larson, Ashley McGraw principal. Blue Design is the source of inspiration and philosophy for developing and practicing new ways of achieving harmony between our built and natural worlds.
About Ashley McGraw
Ashley McGraw provides architectural services for K-12 schools and college and university clients. Efforts in sustainable design are supported by the Advanced Building Studio, an internal studio that performs sophisticated data modeling to create high-performing buildings. Ashley McGraw is currently in the construction phase of three school additions that are expected to operate as net-zero energy buildings, meaning they will create as much energy as they consume.
Fathom is a brand and creative firm that helps forward-looking organizations to cultivate and sustain the value they offer the world. Clients turn to Fathom when they need to reinvent or reinvigorate their brand. When bringing a brand to life, Fathom helps clients engage audiences by leveraging the best of online, print and event marketing. Fathom's clients include Yale, ConnectiCare, Wireless Zone, Aid to Artisans and more. More about Fathom can be found at: www.fathom.net.